Publishers Weekly
01/24/2022
The key to good branding is creating an emotional connection between company and customer, writes former Nike chief marketing officer Hoffman in this lukewarm mix of career memoir and leadership guide. His long run at Nike started with an internship in the early 1990s, and in his many years there he came to value the power of stories that “make people feel that even their most audacious dreams are possible,” a revelation that inspired this “playbook for unleashing creativity within your team.” Through story after story of Nike’s marketing campaigns and branding efforts, Hoffman hammers home the idea that building a creative methodology into one’s branding process is necessary for getting customers invested, as is working to fuel empathy within a team. But his advice is so vague as to often be meaningless: “see what others see, do what others don’t” is not very achievable when not backed up by concrete advice or examples, while an admonishment to let the quiet voices on one’s team be heard, for example, brings nothing new to the table. Readers with an interest in sports-adjacent marketing may find some value, but the leadership principles feel more like dashed-off taglines. There’s not enough to set this one apart from the pack. (Apr.)
From the Publisher
"The branding lessons in Greg Hoffman’s EMOTION BY DESIGN are invaluable for any business, big or small, and it gives you a blueprint for how Nike has created such strong emotional bonds with its consumers. Essential knowledge here.” —Daymond John, New York Times bestselling author and co-star of "Shark Tank"
“A brand isn't a logo, it's a story. In this guidebook plus memoir, Greg helps us see how a commitment to our creative practice can make any story better.” —Seth Godin, author of THE PRACTICE
“EMOTION BY DESIGN is Greg Hoffman's transformative and intensely personal journey building one of the world's most important, groundbreaking brands. It's a must-read if you work with creatives, and if you want to unlock their unique genius to build authentic brands and waves of support across your entire company.” —Laszlo Bock, author of WORK RULES!
"Over his long career at Nike, Greg has implemented the art of design, simplicity, and creative collaboration, to connect to Nike’s millions of loyal consumers ... This inspirational approach, brought to life in the book, has been Greg’s legacy, and it’s given Nike a tremendous edge over its global competition.”—Bob Greenberg, Founder and Executive Chairman of R/GA
"Filled with remarkable stories from Greg Hoffman’s time at Nike, EMOTION BY DESIGN offers a distinctive framework that will help marketers and creatives connect with their audiences like never before. Highly recommended."—Jonah Berger, author of CONTAGIOUS
Library Journal
12/17/2021
Hoffman, the former chief marketing officer of Nike, teaches readers how to unleash creativity and innovation within a team—to stir emotions and connect to one another. All organizations, big and small, rely on innovation to move the company forward; particularly in these uncertain times, innovation is even more critical. Hoffman draws on his own career, including 27 years crafting Nike's brand, for success stories of innovation through teamwork. The book's last chapter, entitled "Leave a Legacy, Not Just a Memory" epitomizes the work and will inspire readers, driving home the point that with teamwork and creativity, the sky is the limit. This book is well structured, with a clear table of contents. VERDICT The creativity of Hoffman's book is exceptional. For fans of Stephanie Mehta's Fast Company Innovation by Design.—Adesh Rampat, Miami
